MKT 100 - CH 10 Integrated Marketing Communications

• Integrated Marketing Communications (IMC)


  An audience-driven process of managing stakeholders, content, channels, and results of brand communication programs
• Purposes of IMC


  • Build customer relationships
  • Manage brand equity
  • Communicate social responsibility initiatives
• Audience Preferences


  Different audiences have different preferences when it comes to media consumption
• Older demographic


  Prefer traditional media (newspaper, radio, etc.)
• Younger demographic


  Prefer digital media (social media, digital advertisements)
• Media Consumption Trends


  Evolve, influenced by technology, cultural shifts, and demographic changes
• Effectiveness of Media Mix

  A combination of both media mixes may become more effective in achieving specific brand objectives
• Promotional Mix


  • Advertising
  • Sales promotion
  • Public relations (PR)
  • Sponsorships
  • Direct Promotion
  • Online Marketing
  • Mobile Marketing
  • Professional Selling
• Budget Availability


  Determines what elements of the promotional mix are used
• Stage in the Product Life Cycle

  Affects the type and promotion used
• Type of Product and Type of Purchase Decision

  High-end products require professional selling, advertising often relies on selling convenience goods and products routinely (low involvement)
• Target Market Characteristics and Consumers' Readiness to Purchase


  Companies need to know the types of media different targets use, how often they make purchases, where they make purchases, what their readiness to purchase is, and their characteristics (Age, Gender, Lifestyle)
• Consumers' Preference on Various Media

  Target Audience is essential for the selection of the promotion marketing mix, linked to the type of product and service
• Regulations, Competitors, and Environmental Factors


  Regulations can affect the type of promotion used, companies must think carefully about following the lead of their competitors or to stand out by using different media, environmental factors can have an impact on promotional marketing activities
• Availability of Media


  Companies must plan their promotional activities based on the availability of media
• Communication Process


  1. Sender selects and translates (encodes) the message appropriately for the message channel

  2. Receiver (consumer) then interprets the message (decodes)

  3. For it to be effective, the customer must interpret the message as the sender intended

  4. Distractions between the sender and the receiver can interfere

  5. Advertisers repeat messages from different places to increase retention
• Media


  The method by which advertising or direct promotion is delivered to a target audience
• Vehicle


  The specific means within a medium to reach a selected market
• Advertising


  Paid promotion by companies, industry associations, and non-profit organizations that reaches many people at once
• Direct Promotion


  Allows companies to target specific set of customers, measure the ROI, and test different strategies before implementing to all target audiences
• Benefits of Direct Promotion

  • Telemarketing
  • Direct Response Advertising
• Unique Selling Proposition (USP)


  Specific benefits consumers should remember
• Types of Promotion Objectives

  • Primary demand
  • Selective Demand
  • AIDA Model (Attention, Interest, Desire, and Action)
• Open-ended message


  Allows consumers to draw his or her own conclusions
• Close-ended message


  Allows consumers to draw a logical conclusion
• Understanding Different Promotion Budgets

  • Percentage of last year's sales/Projected Sales
  • Affordable method
  • Competitive Parity
  • Objective and Task Method
  • Return on Marketing Investment (ROMI)
• Types of Consumer Sales Promotions


  • Samples
  • Coupons
  • Premium
  • Contests
  • Loyalty Programs
  • Rebates
• Types of Trade Promotions


  • Shelf talkers
  • Trade Shows
  • Trade Allowances
  • Training
• Lagged Effect


  Advertising always has an immediate impact, multiple exposures are often necessary, challenging to determine which exposure led to the purchase
• Channel Partners


  Companies that other companies work with to promote or sell a product, product travels through a marketing channel to reach their final user, all channel partners are responsible for the product's success in the marketplace